Transperth ran into trouble over its data collection practices. Photo: Attila Csaszar

Data key to marketing moves

OPINION: Businesses risk being left behind by rapid changes in customer behaviour unless they improve how they collect and communicate information. 

In the same week as Transperth stumbled into a skirmish over privacy for collecting details on passenger journeys, the retail head of Facebook warned that Australian businesses were failing to keep up with their customers.

Transperth hasn’t done itself any favours by keeping its data harvesting work a secret, but if Facebook’s Martin Barthel is to be believed, the public transport authority’s strategy to better understand its customers is the right approach.


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